The white and gold color palette may have evoked a bit of South Beach in the 1980’s, but the Rodeo Drive backdrop never let guests forget they were in the middle of Beverly Hills—in the middle of the street, in fact—celebrating the opening of Hugo Boss’s flagship store at a glittering party on a warm fall night. Hugo Boss vice president of marketing and PR Katja Douedari tapped Peter Otero and Silver Birches to pull off the feat of closing the block of the famous drive that fronts the new store and blanketing it with white carpet. “The look
is really streamlined, really architectural, and really geometric,” Otero said, “and not at all stuffy.”With nary an animal rights activist in sight, Silver Birches filled Lucite tables with gold painted river rocks and white mice (don’t worry—the team thought of every detail, including air holes for the little creatures). And gold cages hanging above white ottoman-style seating contained white doves. Urban Palate catered upscale junk food—potato chips, M&M’s, candied nuts—in bowls covered in gold foil, and new energy drink maker Motley Bird pushed its potion in mixed drinks at white bars. DJ Steve Aoki spun from on high in a booth that towered over the crowd and the iconic street below.
—Alesandra Dubin
Posted 11.02.06
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is really streamlined, really architectural, and really geometric,” Otero said, “and not at all stuffy.”With nary an animal rights activist in sight, Silver Birches filled Lucite tables with gold painted river rocks and white mice (don’t worry—the team thought of every detail, including air holes for the little creatures). And gold cages hanging above white ottoman-style seating contained white doves. Urban Palate catered upscale junk food—potato chips, M&M’s, candied nuts—in bowls covered in gold foil, and new energy drink maker Motley Bird pushed its potion in mixed drinks at white bars. DJ Steve Aoki spun from on high in a booth that towered over the crowd and the iconic street below.
—Alesandra Dubin
Posted 11.02.06
Related Stories
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Rodeo Drive Party Goes 30’s Glam
Walk of Style Has Stylish White Awards
The Hugo Boss flagship opened on Rodeo Drive with a street party blanketed in white carpet.
DJ Steve Aoki spun from an elevated DJ booth.
White doves roosted in gold cages above white lounge furniture.
Motley Bird served up its new energy drink at the bar.
